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PRSA APR EXAM LATEST ACTUAL EXAM
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PRSA APR EXAM LATEST ACTUAL EXAM
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PRSA APR EXAM LATEST ACTUAL EXAMUncontrolled Message Channels - ANSWER: social media, TV, newspapers, radio
Controlled Message Channels - ANSWER: ads, paid programs, speeches, employee
newsletters, blogs. Doesn't have the credibility of controlled media.
Situational Theory of Publics - ANSWER: Situational publics arise when there's a
situation that affects customers. These publics become active or passive. Active
Publics are aware of what the orgainzation did and work together to take action.
Passive recognize the situation but won't take action. Public behavior depends on
problem recognition, constraint recognition-the obstacles that constrain the ability
to take action, and level of Involvement-the extent to which people connect
themselves to a situation.
What is PR? - ANSWER: the management function that establishes and maintains
mutually beneficial relationships between an organization and the publics on whom
its success or failure depend
How does PR earn public understanding and acceptance? - ANSWER: PR fosters and
maintains relationships by finding common interests. Failure stems from
communication breakdown.
What is the social significance of PR? - ANSWER: American business gave birth to PR.
Business created the conditions for PR to develop.
5 Competencies of PR - ANSWER: 1. Trusted counsel — Advise and anticipate.
2. Internal communication — Engage employees and build trust.
3. Media relations — Develop public trust and support by working through
journalists and bloggers.
4. Community relations — Establish public trust and support by working with
community groups.
5. External communication to customers/stakeholders/investors — Build public trust
and support.
PR 4-Step Process - ANSWER: RPIE
3 Other PR Duties - ANSWER: Publicity & Special Events
Issues Management
Crisis Management
Brand - ANSWER: Product or service distinguished from others
Community Relations - ANSWER: Building relationships with constituent publics such
as schools, charities, clubs and activist interests of the neighborhoods or
metropolitan area(s) where an organization operates.
, Controlled communication channels - ANSWER: Communication channels, media and
tools that are under direct control of the sender. Examples include paid advertising,
newsletters, brochures, some types of emails, organizational websites and blogs,
leaflets, organizational broadcasts and podcasts, intranets, teleconferences and
videoconferences, meetings, speeches, and position papers.
Crisis Communication - ANSWER: Protecting or defending an organization facing a
public challenge to its reputation.
Financial Relations - ANSWER: Fostering relationships with investor publics. Those
include shareholders/stockholders, potential investors, financial analysts, the
financial markets (such as the stock exchanges and commodities exchanges), and the
Securities and Exchange Commission. Also known as investor relations or
shareholder relations.
Goodwill - ANSWER: the value of a business' intangible assets
Government Relations - ANSWER: relationship building between an organization and
government at local, state, and/or national levels, especially involving flow of
information to and from legislative and regulatory bodies. The goal often is to
influence public policy decisions compatible with the organization's interests.
Government relations involves dealing and communicating with legislatures and
government agencies on behalf of an organization.
Grassroots Organizing - ANSWER: Creating social change among average people. the
power of people to take collective action on their behalf. This public relations
technique is often used to sway public opinion and move legislators to action.
"Grasstops" organizing uses the same strategy but involves community influencers.
Issues Management - ANSWER: Anticipating, identifying, evaluating and responding
to public policy issues that affect organizations and their publics now and in the
future.
Lobbying - ANSWER: Fosters and maintains relations with a government or its
officials for the purpose of influencing legislation and regulation.
Marketing - ANSWER: The management function that identifies human needs and
wants, offers products and services to satisfy those demands, and causes
transactions that deliver products and services in exchange for something of value to
the provider. Targets customers.
Press Agentry - ANSWER: Creating newsworthy stories and events to attract media
attention and gain public notice.
Proactive PR - ANSWER: To develop and apply public relations plans to achieve
measurable results toward set goals and objectives.
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